The travel industry thrives on creating seamless experiences, not just during travel, but from the moment a potential client reaches out. The client onboarding journey — where they go from lead, to client — is an important one, as it lays the foundation for a successful working relationship. When it’s done well, the entire planning process is better for both parties.
So what is a client onboarding process?
I like to define the onboarding process as the steps you take from that first time a lead reaches out, up until he or she is a paid client (he/she pays your fee, or puts down a trip deposit). It can be an automated tech set-up or an analog procedure where you cover the majority of the steps on a call. Either way, it is intentional and repeatable.
Whether you are on day one or year 25 of your business, all travel pros can benefit from a considered client onboarding journey. Here are the best practices for your client onboarding process.
Set Clear Expectations
Your process should clearly lay out what your prospect can expect. Clear communication is key. As each step ends, your prospect should have a clear understanding of what happens next — both in terms of what to expect from you, and what you expect from them.
The goal is to prevent future miscommunications, while also building trust. It allows you to take the lead in the relationship from the first interaction, setting the tone for what will follow.
The goal is to prevent future miscommunications, while also building trust. It allows you to take the lead in the relationship from the first interaction, setting the tone for what will follow.
Your process should answer questions for your client along the way, such as:
- How does this work?
- What information do you need from me?
- What documents do you need from me?
- How much does this cost?
- What does your fee cover?
- When will I hear back from you?
- How do I get in touch with you? And when can I expect a reply?
A transparent onboarding process outlines the path that the client will take with the travel advisor, setting clear expectations from the outset. This clarity helps in building a trustworthy relationship.
Saving Time
Structuring the onboarding process with automation and pre-set templates that answer the questions above can dramatically reduce the time spent on repetitive tasks.
Tools that can help include:
- A form for intake that asks for all the information and documents you need
- Template replies to commonly asked questions
- An automated welcome email or PDF that walks through your process
- Calendar software to book your calls
- Template replies for follow-ups
- Invoicing software to collect your fee easily
- A pricing guide email or PDF with starting budgets for your most booked trip types
Structuring the onboarding process with automation and pre-set templates that answer the questions above can dramatically reduce the time spent on repetitive tasks.
You don’t have to have every tool, but there’s plenty available to automate a lot of this. Again, you can do a lot of this process manually by having your list of client questions, along with your go-to responses for frequently asked questions, and explain the process on a phone call.
The process is simply what you do each and every time you take a prospect from lead to client. Systems help, but they are not required.
To get started, I recommend thinking about your selling strengths and your clientele, and work backward from there. Having a calendar software to manage call scheduling is great, unless your typical clientele will be confused or frustrated by it. Plan it out: What systems or tools make life easier for you and the client?
Client Vetting
This will help you determine if a lead is a fit for your services. The same way that the steps in your process are answering questions for your client, they should also answer questions for you, so you can easily tell if this is a trip you even want to take on, before you invest a lot of time on it.
I recommend you build in buffer time in your process, to give you a chance to review new requests. This can fit in well after the intake form, but before a full consult call. Then, if you receive something that’s not a fit, you can turn it down and take that call off of your schedule. Create a template for turning down anyone that isn’t a fit.
Personally, I follow a simple format that thanks them for their interest, explains what I do and why this would not be a fit, recommend someone else when possible and end with a thank you and an invite to work together in the future.
Overall, taking the time to design a purposeful client onboarding experience is beneficial to you and those who encounter your brand, whether you ultimately take them on as clients or not. It establishes your professionalism and positions you as the trusted advisor, allowing you to build authority in the relationship. It’s also an easy way to free up space on your overcrowded to-do list.
Set the stage to take them from 'how does this work' to 'I’ll never plan my own travel again.'
For your clients, a smooth onboarding process provides an easy transition from reaching out to you for the first time, providing assurance that they’ve made the right decision in trusting you to plan their travel. In an industry where details matter, it’s the perfect first step to creating incredible travel experiences and building a loyal clientele.
Set the stage to take them from “how does this work” to “I’ll never plan my own travel again.”
